5 Food Brands Building Social Buzz on a Budget


By now, most brands are rightly viewing social media as an integral piece of their overall marketing strategy. However, many still hold the incorrect notion that injecting more money into social media is the only way to build and nurture an online fan base.

In reality, there are several standout social media marketing tactics that can mobilize an enthusiastic audience while remaining cost effective, and the food industry has consistently been a leader worth emulating in this department.

The most successful brands are discovering three inherent truths about social media marketing. First, food brand marketers know that in order for a fan base to talk, it needs something to talk about. Second, they understand the need for conversations to go beyond company products and services. They get that without appealing to consumers’ broader interests, a brand’s social media presence tends to intrude, rather than engage. Third, they know they don’t need millions of dollars to succeed online.

Here are five food brands that prove a company can build social media buzz without draining the marketing budget.

At #3 Chipotle

Chipotle employs a highly responsive social media strategy by using multiple community managers. Although they attribute all Tweets and Facebook posts to a specific community manager, they have managed to maintain a consistent, helpful, and jocular voice. This strategy is a great way to establish a brand as customer-service oriented. It’s also a great way to emphasize the individual personalities of its employees.

In addition, it can be a thrill for consumers to be directly mentioned over social media by a brand with 80,000-plus followers on Twitter and 1.7 million Facebook likes. This responsive social media strategy has helped Chipotle to forge genuine relationships with consumers online, turning casual social media fans into brand evangelists. This has helped Chipotle harness social media’s power as an effective channel for digital word-of-mouth marketing.

Lessons: Consumers appreciate the opportunity to connect with the community managers behind a brand, and adding attribution to posts and responses is an easy and free way to foster these connections. Don’t be afraid to engage with consumers directly. As you get to know them, you’ll find consumers will want others to get to know you, spreading your brand messaging and, in a sense, doing your work for you. Read More

Posted on April 20, 2012 and filed under Best Practices.